Addressing Latency to Engage Customers on Digital Platforms

By: Juergen Loeb| - Leave a comment

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Organizations today are using the internet and digital platforms to engage customers to improve their business. This transformation comes loaded with challenges. On the one hand, web pages are becoming heavier, with richer and more sophisticated media, JavaScript and third-party APIs to create the experiences users of today expect. To support an increasingly diverse set of interactions — from web and mobile to wearable tech, machine-to-machine and the Internet of Things (IoT) — the internet must optimize interactions across a fragmented device marketplace and continually changing contexts.

The Problem

Internet latency crucially impacts user experience. This problem stems from the way the internet is designed to operate and the protocols that drive it — particularly the Border Gateway Protocol (BGP). All BGP cares about is the number of hops between the source and destination addresses: The route with the fewest hops wins, no matter how long or congested it may be. Thus, some traffic may suffer excessive delays.

Business applications demand fast, secure and reliable data access. Those working with machine data analytics, e-commerce, video or audio content delivery, online advertising, financial services and IoT will need low latency to be successful. Increased latency has a direct and negative impact on customers. Speed and bandwidth vary drastically by region, so never assume performance will be the same for all your customers. This is especially important when delivering content to global audiences or for companies looking to expand globally.

The Impact of Digital Platforms

Latency and app errors both negatively affect customer experience — customers are more likely to abandon apps as responsiveness and error rates increase. Apteligent reports that 48 percent of users uninstall or stop using an app if it regularly runs slowly. Similarly, 53 percent of users uninstall or stop using an app if it regularly crashes, stops responding or has errors.

The Resolution

The latency problem can be addressed by bringing data, content, resources and computing to the edge of networks. Through this strategy, businesses can use a content delivery model to augment the traditional data center to create an optimized user experience. By implementing intelligent optimization techniques, your organization can capitalize on the mobile opportunity and grow the business globally.

Intelligent data management is associated with network optimization techniques like transmission control protocol optimization, route optimization, data caching and pre-fetch at the edge of the network, load balancing and comprehensive domain name server networks to resolve user requests with increased speed and accuracy.

IBM Edge Delivery Services powered by Akamai offers the benefits and technologies needed to meet these challenging demands. It simplifies an increasingly complex web delivery and enables a faster website experience — one that is highly available, secure and scalable to meet peak capacity demands with power and scalability.

To learn more, check out our infographic on providing superior web and mobile experiences, and explore IBM Edge Delivery Services.

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About The Author

Juergen Loeb

Global Offering Leader for Edge Delivery Services, IBM

During his more than 30 years with IBM, Juergen Loeb has developed a depth of experience in IT technology and project management while serving in client facing roles. In 2015 he became the IBM Global Technology Services (GTS) Global Offering Leader for Edge Delivery Services. In this role, Juergen is responsible for P&L, offering content and future enhancements. In addition, he tracks market trends in the web business, enables internal and external partners on the offering and GTM strategy, collaborates with other IBM organizations to position Edge as solution component and monitors business results across the globe.

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